電視廣告議題設定效果之初探

A Study on the Agends-Setting Function of Television Commercials: A New Prospect

大眾媒介議題設定（Agenda-Setting）研究自1970年代以來多以政治性議題為檢驗的對象，就理論本身的內涵及發展而言，有必要擴大議題的性質及適用範圍。本文試圖探討電視廣告所能提供有關產品訊息對觀眾的影響，以檢視議題設定模式衡量廣告效果的適用性。本研究以運動飲料電視廣告為例，結果驗証了大部分假設。此外、傳播行為變項的電視使用情形、產品電視廣告接觸情形等，都會影響議題設定效果。

Since 1970, most researches of Agends-Setting Were centered on the political issues. It is useful to extend the properties and theoretrcal contents of Agenda-Setting. This paper tried to sstudy the impacts of TV communicials proauct message to TV audiences and the test the fitness of Agenda-Setting model in measuring the advertising effectiveness. This study focused on the TV commenials of sporting drinks. The resulte of the study verified most of by hypotheses. Besiaes, communication behwior varialles such as TV usage and contacte of TV product messages also imfluenced the effectiveness of Agenda-Setting.